Google Analytics Audit Test #

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test evaluates whether the number of custom metrics in GA4 is aligned with the organization’s needs.

GA4 allows up to 50 custom metrics per property, and both underuse and overuse can negatively impact the quality and flexibility of your reporting.

• Too few custom metrics may indicate missed opportunities to track meaningful quantitative values such as:
  • Time spent on feature
  • Key values within custom widgets/tools
• Too many custom metrics may signal:
  • Redundant or poorly scoped tracking
  • Lack of standardization
  • Risk of hitting platform limits that block future growth
  • Use of metrics with low reporting value or high cardinality issues
  • Misuse of metrics that should be translated to custom dimension

• If you have too many:
  • Audit for redundant, unused, or low-value metrics
  • Remove metrics that aren't used in reporting or that duplicate standard GA4 fields
• If you have too few:
  • Identify valuable user actions or contextual values to quantify (e.g., number of items in cart, depth of engagement, revenue per click)
  • Add metrics that enable richer analysis in GA4 or BigQuery
• Always follow naming conventions, keep documentation up to date, and avoid tracking high-cardinality values as custom metrics.
• Hire a pro to design a scalable, strategic custom metrics framework that supports your KPIs without cluttering your property.